Core Perspective - The collaboration between October Rice Field and actress Jiang Yan aims to revive the essence of Chinese New Year celebrations through the theme "Continuing the Flavor of Jiang" and emphasizes emotional connections and quality rice as a response to the societal sentiment of diminishing festive flavors [1][4]. Brand and Product Positioning - Jiang Yan has been appointed as the brand ambassador for October Rice Field, marking the beginning of the 2026 New Year Festival, with a focus on deep emotional resonance rather than mere celebrity endorsement [1][3]. - The brand's visual campaign centers around the theme of "returning home," featuring Jiang Yan in festive attire, symbolizing warmth and anticipation for family reunions, thereby linking quality rice to the concept of homecoming [3][4]. Emotional and Cultural Resonance - The partnership reflects a shared commitment to "authentic living" and "long-termism," with both Jiang Yan and October Rice Field emphasizing quality and emotional connections in their respective fields [4][6]. - Jiang Yan's portrayal of home-cooked meals aligns with October Rice Field's quality control, reinforcing the message that choosing good rice equates to choosing peace of mind for consumers [4][6]. Product Quality and Origin - October Rice Field promotes its premium rice varieties, such as the "Hanlu Qiuxiang" and "Long Grain Fragrant Rice," which are cultivated in Northeast China's fertile black soil, ensuring high quality and rich flavor [8]. - The brand's meticulous quality control from selection to processing highlights its commitment to delivering a product that resonates with consumers' expectations of quality and authenticity [8]. Market Impact and Brand Value - The collaboration is positioned as a meaningful dialogue between a national brand and a beloved public figure, enhancing market presence and consumer trust for both parties [8]. - October Rice Field aims to evoke memories of home and family through its products, reinforcing its role as a symbol of warmth and connection during festive occasions [8].
十月稻田官宣品牌代言人，携手姜妍“姜年味儿进行到底”